The latest entry in the Marvel Cinematic Universe's movie slate, Captain America: Brave New World, arrived earlier this year with the hopes of continuing the legacy of the beloved sub-franchise. But the film struggled to hit the heights of the three earlier instalments. Critics hit out at its messy plot, unremarkable characters, tired visuals - and an overall absence of creativity.
Author
- Poornika Ananth
Assistant Professor in Strategy and Organisations, School of Management, University of Bath
This raises an interesting and broader question about creativity at work. Most advice on this focuses on having one creative idea. But what does it take to stay creative over time? After all, creativity at work isn't just about having great ideas - it's about having them consistently.
Yet over time, even the most innovative minds and organisations like the Marvel Cinematic Universe can hit a creative slump that they struggle to recover from.
Long-term creativity is often hindered by two broad factors. The first is the "expertise trap" . Expertise can initially be great for creativity. After all, as a person develops greater knowledge and skills, they can combine different elements of that knowledge to develop unique ideas and solutions to problems.
Over time however, expertise can actually limit flexibility and creativity. When people become exceptionally skilled or knowledgeable in a particular field, they tend to experience "cognitive entrenchment" , a fixation where deeply ingrained knowledge of a topic leads to rigid ways of thinking.
This might work well in familiar situations, but it can also make it harder for people to see things in a new light.
The second factor is the "success trap". Research suggests that success - and receiving recognition for a creative idea or outcome - can affect creativity in unexpected ways.
Creative success can motivate people to come up with more ideas, increasing the quantity and pace of their output. But on the other hand, it can also encourage creators to focus on the things that worked well in the past. They often try to replicate or tweak them instead of coming up with something genuinely new.
Of course all is not lost. There are inspiring examples of people and organisations who break out of a creative slump. Taylor Swift faced being pigeonholed after her initial country-pop success, but came back even stronger with her shift to synth-pop in 2014.
And Danish firm LEGO, which was on the brink of bankruptcy in 2003, regained its supremacy in the toy sector by coming up with new ways of making their core products - LEGO bricks - popular again. This even included taking the creative leap into movies based on their bricks.
Get your creative spark back
Research indicates that if you want to be consistently creative, it is important to break away from the things that helped you achieve creative success in the past.
This can mean moving away from familiar environments as your career advances. Or it could be adding to your knowledge sources so that you are not merely reliant on the depth of your knowledge but also on the breadth. You may also benefit from collaborating with people who already have that additional knowledge so you can combine your brainpower.
Second, if you have had a recent success this can often come with expectations to replicate it and chase more opportunities. While this may have some short-term benefits, in the long run insulating yourself from those expectations - and the rapid increase in opportunities - can give you the time and space to come up with new ideas instead of retreading old ground.
My own research suggests that sustaining creativity over time is not just about generating ideas repeatedly, it is also about managing a portfolio of developing ideas. This is a better approach than merely focusing on one central idea.
It involves putting aside (or stockpiling) ideas that have limited use or value right now and turning your attention to other ideas in the portfolio. Stockpiled ideas can exist and develop in the background, but you can return to them in the future and use them flexibly to learn from, seek inspiration or develop new projects.
For people who work in the knowledge economy, ideas can be their primary currency. But beyond that, creativity can also improve wellbeing and so is a fundamental part of being human. By following these tips to reignite your creative spark, you can reap those benefits of continued creativity over a long period of time.
Poornika Ananth does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.
